The Social Brand: Transform your brand to win in the social era

The new marketing manifesto of today’s social era. A book that doesn’t paper over the cracks of your marketing strategy (by rushing to social media platforms), but tackles the root issue and challenges and guides you to become what you need to be to succeed in this era: social. Within a single decade, the media landscape has fundamentally changed, and with it the way people interact with each other and with brands. Social media has emerged from its infancy—but businesses are still struggling to adapt. The Social Brand will unlock your brand to be successful in the social era. It shows how large or small companies, nonprofits, and other organizations should stop asking themselves the wrong questions, like: “Should I be on Twitter, Vine, or Snapchat?” “How do I need to talk to people on Facebook and Instagram?” It demonstrates that it’s not (just) about shifting budget to these new platforms or creating a “social media strategy”—it’s about creating a Social Brand. “In order to be social, you have to give people something they truly value. If you do, they will want to seek it out and share it with others.” This way social media isn’t just another media channel to drive your message home in; it’s an environment in which you can engage in a social relationship.

The book inspires and guides you to resolve the two areas business struggle with most: social media and corporate social responsibility. Through extensive research of more than 250,000 people on products and brands, the book reveals a way to increase your brand’s likeability by 20% when you define a clear and credible brand mission and keep it close to your product.